Jolene Fernandes

Growth operator with range and taste

02 · Grow it

Product growth for a UK GLP-1 provider

Postgres · funnel instrumentation · experiment design · product mockups

At a glance

Problem
A regulated product can’t be shared socially, so growth has to come from 1:1 loops, content and the customer experience, with as little friction as possible.
Build
A growth system for the product: a 1:1 referral flow that captures an identifying contact, funnel instrumentation that catches breaks, claim resolution, and personalised content that solves for adherence and retention.
Result
Smoother referrals, better customer experience, fewer support tickets, with the infrastructure to retain customers for longer so they refer more.

How it works

  • Start and end
  • Friend's journey
  • Claim created
  • Out of the run
Existing customer shares privatelyWhatsApp, email or QR code Friend opens the link Friend attaches their own contactor: who told you about Bolt? Claim createdattribution no longer needs a session Starts consultation now?yes: continue Not yet: recovery on their channeleducation, three touches, then silence Prescriber approves?yes: continue No treatment. No reward.the correct outcome, not a leak First order, £40 applied Deliveredcustomer’s money released

Key decisions

A UK GLP-1 provider wants to take its 30-day K factor from 0.0835 to 0.30.

I started with the target metric. Their own numbers say the referral does not happen at checkout: 1.21% share within 1000 seconds of paying, first referral at 26.8 days. The nature of the product could explain why: the starting dose is held for four weeks, and visible weight loss usually comes after that. A 30-day K is measuring patients before the medicine has done anything worth talking about, so it is worth interrogating whether a discount on the next order is enough incentive to push customers to refer before they may be ready.

Five builds:

  1. Claim-first contact capture.The friend claims the discount with a phone number or email as step one, so the referral survives a device switch, a refused cookie banner and an abandoned signup. Review analysis showed lost claims are a live complaint today.
  2. Funnel instrumentation: 9 events.3 for the sender, 6 for the friend, joined by 4 ids that hand off in sequence. Helps determine where the funnel breaks.
  3. Referral resolution in Postgres.When a referred friend signs up, the system decides whether they are new or already in the database. Email and phone are unique, so it matches on the four remaining fields: first name, last name, address line, and postcode. 12 of the 16 combinations resolve on their own; 4 go to a human to check against the ID record. Claims go through cleanly, which cuts support tickets.
  4. Content engine.The 13 structured data points collected at onboarding drive short, clinician-approved pieces delivered through an app.
  5. Freemium app, 4 tabs.Dose reminders and refill prompts, a weekly content piece, weight and habit tracking, and a referral tab that sends a friend a GLP-1 primer along with the link. It gives a customer a reason to remember the product between deliveries.
Go deeperDetails and mockups →